One of a growing number of brand partnerships. Watch one of a selected range of films for free, on a special LoveFilm page. You need to create an account, so it seems like a good deal for LoveFilm.
(Although I don't think I'd want to watch any of the films, especially if I was ill in bed!)
More info here.
Other recent partnerships I like are:
Garmin & Merrell
Martini Gold & D&G
Dell & Threadless
Carte Noire & Penguin
Kraft & American Idol
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